I replayed the brief back to the client, emphasizing particular keywords that could form the basis of the brand’s values and proposition: Relationship-based, connected, inclusive, confident, trusted, assured. Following that, I created four distinct brand identities and presented them to the team. We then gathered feedback from stakeholders throughout the organization to reach a consensus on the most suitable overall look and feel.
The most favoured version was selected, and I further developed it to better capture the concept of partnership. The final design portrays Move as a technology partner in the background, providing support to their customers.
In this project, I was tasked with creating a set of guidelines to ensure that all creative elements remained aligned with the brand’s core values and messaging. These guidelines are a vital tool for anyone involved in creating marketing materials for the brand, from designers and marketers to copywriters and photographers.
1 Planning: The first step was to define the website’s objectives, target audience, and features required. I collaborated closely with the Move team to understand their vision and gather all necessary information to inform the design.
2 Wireframing: With a clear understanding of the website’s purpose, I created wireframes that outlined the website’s structure and layout. The wireframes acted as a blueprint for the design process, and allowed the team to visualize the website’s overall organization and navigation.
3 Visual Design: Once the wireframes were approved, I moved on to the visual design stage. I used Move’s brand guidelines to create a consistent visual language that reflected the brand’s values and messaging. The design included graphics, illustration, typography, color schemes, and imagery that conveyed the brand’s focus on personalization and innovation.
4 Prototyping: With the visual design approved, I moved on to prototyping the website in Figma. This allowed the team to see how the website would function in a live environment and provide feedback on any necessary changes. A prototype also helps when handing-over to developers as I can also highlight any animations and interactions.
Through a collaborative process, I worked closely with the Move team to develop a fresh, modern, and distinctive brand identity that reflects the brand’s values and messaging. The final result is a consistent and memorable brand that stands out in a competitive market and resonates with its target audience. This project demonstrates the importance of effective brand identity design and how it can be a powerful tool in helping a brand to communicate its unique offerings and vision.